El mercadeo social/estratégico de los productos/servicios y la definición del perfil de competencias del profesional de la información

• Autores: Ruby Portillo de Hernández, Johann Enrique Pirela Morillo
• Localización: Documentación de las ciencias de la información, ISSN-e 1988-2890, ISSN 0210-4210, Nº 32, 2009, págs. 179-192
• Idioma: español
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• Resumen

  • The aim of this paper is to suggest some desirable competences that information professionals should have if they are to engage in marketing of information products and services. To do so, we have derived some guiding categories from the research on social, strategic and information marketing of such authors as Kotler (1992) and (2006), Barrera (1998), Muñoz (2001), Pérez (2004), Díaz Grau (2005) and Albrecht (2006). We have also used Cartier�s (1999) Model of Multiple Level Communication as a reference to help us propose the organization and design of information services and products according to different levels of communication.